Katz Releases Format Averages Report
March 5, 2007 at 12:20 PM (PT)
The latest KATZ MEDIA GROUP Radio National Format Averages report for all FALL 2006 markets shows how demographics continue to play an increasing role in analyzing the shifts seen among formats.
KATZ reports, "This year we see a pattern that shows more stability among broad-based formats, particularly those targeting 25-54-year-olds. Many formats with broad demographic appeal finish either higher or remain stable from a year ago. These formats include AC, Soft AC, Country, News and News/Talk. A similar trend is seen over the past five years with these same formats. These formats appeal to a wider spectrum of demographics and, as a result, seem to experience fewer peaks and valleys than more targeted formats. Growth takes on a slower, more consistent track, and sudden declines or increases are less likely."
The other side to this story appears to be those formats that appeal to highly targeted audiences, either by age or ethnicity. Formats such as Big Band or Adult Standards on the older end and Top 40 and Alternative Rock on the younger end all show declines this FALL. Over the past five years each of these formats has shown much more inconsistency, either up or down, than their broad-based counterparts.
Find out more about the report here.